GOOSE WU, TAIPEI
Goose Wu is a long-established traditional eatery in Taipei.
This project is centered on the idea of “revitalizing a heritage brand,” blending retro elements with contemporary design language to reimagine the brand identity and allow a familiar flavor to be rediscovered in a modern context.
It's our Memory
Carrying Memories Since 1982
Founded in 1982, Dongqu Goose Wu began as a mobile food stall and is now located in Lane 216, Section 4, Zhongxiao East Road. Despite relocating three times over the years, the restaurant has retained a loyal following thanks to Mr. Wu’s craftsmanship and unwavering quality, becoming a beloved day-to-night comfort food for many Taipei locals.
LOOKIN...
Brand Strategy｜Reviving the Old Goose
The brand strategy, titled “Reviving the Old Goose,” focuses on preserving the warmth and emotional memory of the original shop while introducing a refreshed visual and spatial identity. Tradition here is not merely preserved, but reactivated—allowing the brand to continue evolving while honoring its roots.
Interior Concept｜Eating Goose・Time
The interior incorporates classic Taiwanese furniture and dining utensils to create a relaxed and unhurried dining atmosphere. Within this space of “eating goose,” time seems to slow down—inviting guests to move between past and present, and to rediscover a familiar everyday experience through a renewed spatial narrative.
